Where’s the great work in NZ these days?
WITH a pessimistic attitude toward the nation’s creative standard, creative directors had some trouble identifying New Zealand’s great work this year.
However, one campaign with universal appeal is DDB Auckland’s work for Sky Television, a popular, humorous campaign, and highly regarded by Mojo Partners Auckland CD Lachlan MacPherson. He also nominates the ambient work from Colenso BBDO Auckland, particularly its work for major television channel TV3, including this year’s finalist at Cannes, “Invisible Man & Dog”. Winning a Silver Lion at the Cannes Festival, the execution featured a dog wandering in public places wearing a lead, which looked as though an invisible person held it.
Winning more applause from MacPherson is Saatchi & Saatchi Auckland for its ACP Media campaigns, especially the advertising for Cleo New Zealand magazine. And he adds the Saatchi Wellington “Instant Kiwi Winners” campaign for New Zealand Lotteries Commission, which was the Grande Axis Electronic award winner at this year’s Axis awards.
Mojo itself has done well this year, with its poster and magazine campaign for Coca-Cola scoring the Grande Axis Print award at Axis. MacPherson also nominates Mojo’s campaigns for men’s clothing retail chain Hallensteins, Burger Rings and energy group United Networks, as his agency’s best work this year.
Colenso BBDO Auckland CD Mike O’Sullivan said Mojo’s Hallensteins campaign was a great example of combining retail and brand advertising.
He also nominates Saatchi Wellington’s work for NZ Lotteries Commission and DDB’s campaign for Sky Television.
From his own agency he says the Lion-winning ambient advertising for TV3 is among Colenso’s best work, as is its work for the channel’s recent screening of the Star Wars film trilogy. He further nominates recent work for Nicorette and watch brand G-shock.
Hallensteins is another favourite of Young & Rubicam Thinking Wellington CD Chrissie Lahood. She also holds in high regard Saatchi Wellington’s recent “Keep In Touch” brand television work for Telecom New Zealand, and its “Smart Finder” campaign, plus also nominates one of the agency’s most recent campaigns for New Zealand Women’s Refuge Foundation appeal week—a powerful print and television campaign to raise money for victims of domestic violence.
Another favourite is the campaign for New Zealand telecommunications company TelstraSaturn from Generator Bates.
Lahood considers the best work from Y&R to be a recent TVC for alcohol brand Tui, which features a group of guys searching for a lost cricket ball in an Indiana Jones-style adventure with a twist. She also nominates the agency’s work for Tararua/Meadow Fresh Milk, particularly its black-and-white print and outdoor campaign, with creative tailored to local regions, as among the agency’s best work.
Saatchi Wellington is about to launch a new interactive campaign for the NZ Government’s Retirement Commission, effectively re-branding the Commission www.sorted.co.nz.
“This will change government communication, using the Internet and broadcasting in a totally electronic campaign. TV drives people to the site, where tools and advice on saving are available,” Saatchi Wellington CD Gavin Bradley says.
The agency’s Telecom “Keep In Touch” campaign, which shows how telecommunications helps in bringing people together includes a print component which features local celebrities relating what they think technology would be like in the future. Bradley says this has generated strong feedback.
Other popular campaigns from Saatchi Wellington include its Adidas “Spot Him” TV campaign, and a humorous campaign for confectionary product Whittaker’s Peanut Slab.
